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Tobacco Control Research and Knowledge Management Center (TRC)

Monday, 24 July 2017 14:10

A randomized trial of the effect of youth appealing e-cigarette...

Introduction: Very little is known about how e-cigarette marketing is being perceived by youth, and the potential effect it will have on youth vaping and smoking behaviors. This limits the ability to identify youth-focused marketing efforts and to design effective policies for the regulation of e-cigarette marketing content and placement.

Methods: A sample of 417 non-smoking youth (mean age = 15, SD = 1.3) were randomly assigned to either view 4 e-cigarette ads with low youth appeal, 4 e-cigarette ads with high youth appeal or 4 control ads. After exposure, participants completed covert and overt measurements of e-cigarette and tobacco cigarette attitudes and susceptibility to use.

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